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Today’s Pay Per Click landscape is a repeat of high school.
My 1984 marketing story: www.perrymarshall.com/1984
If you sell coffee as a commodity, it’s worth 2
cents a cup. If you sell it as a good, it’s worth
25 cents a cup. If you sell it as a service it’s
worth $1.00 a cup. If you sell it as an
experience, it’s $5.00 a cup. A 250:1 difference
between commodity and experience.
Meaning: Getting ahead by slashing prices is
cutting your own throat. You MUST take a lead from
Starbucks and deliver an entire customer
experience. Move UPSTREAM, not down.
Your marketing plan MUST include Google. Love
‘em, hate ‘em, Mother’s Milk or Big Brother, there
is no avoiding this fact.
If your marketing plan ONLY includes Google,
you’re an accident waiting to happen. You must
invoke the Unlimited Traffic Technique and elevate
your conversions to a level where you can compete
on any level playing field. Once accept this
reality, you liberate yourself from the mosh pit
of misery and mediocrity.
If you have a successful affiliate business and
it’s still standing, congratulations. You still
have time to move to higher ground. Time to move
NOW.
After 3 days in Maui (one of the most intense
learning experiences ever) one conclusion everyone
reached at the end of day 3 was this: *Regardless
of where you buy clicks, if you don’t have an
Autoresponder sequence, you’re leaving 2/3rds of
the money on the table.*
Social Media is a freaking a waste of time
compared to just TEN well-written emails. In my
opinion if you don’t have AR’s in place you’re
lucky to still be alive.
The principle of the Slight Edge says: If
you’re just 5% better than everyone else you get
50% more of the spoils.
There is no such thing as One Single Ideal
marketing message, anymore than there is One
Single Ideal shrub in the jungle. What you need is
a toolbox of effective hooks that work with
different kinds of people. That is the premise of
the Swiss Army Knife.
Market Research is crucial. In 2004 you could
afford to sling mud against the wall. Not in 2010.
Ask your prospects the right 3 questions and sort
the data right and your chances of success in a
startup go from 5% to 50% overnight.
Most people now are on the defensive. They’ve
shuttered their doors and windows and they’re
trying to ride out the recession. That’s just slow
motion suicide. Those who prevail have decided to
be 21st century alchemists and every single day
they’re trying to figure out how to deliver a more
awesome customer experience.
Today’s Pay Per Click landscape is a repeat of
high school. My 1984 marketing story: www.perrymarshall.com/1984
No, I don’t mean literally. I mean figuratively. When most marketers join a new program, they follow the instructions of their mentor. Typically, the mentor gives the new recruit a marketing plan based on what the mentor is doing for their own personal marketing.
Sounds pretty logical, doesn’t it?
On the surface, this type of plan makes perfect sense. If the mentor is being successful with their marketing plan, it would be logical to promote that same plan. The mentor would be able to state what aspects of the plan worked very well and what parts of the plan did not work as planned. If there were questions, the mentor would have the information from their personal testing to explain why something did or did not work
Concern enters into the picture when you have a large number of people enter a program in a short period of time. Each of the new people will probably be shown a marketing plan that is quite similar to what each of the other new marketers is being shown. At that point, you potentially have a large number of people placing nearly identical ads in the same marketing venues. If you look at the ads posted every day, you many examples of this situation.
So, you ask, what is the issue?
The issue, in my opinion, is that three things occur. First, the ads slowly lose their effectiveness due to massive over exposure. The same title appears on multiple ads in a single search. After someone clicks an ad, they ignore the remainder of the ads, or worse, make the determination that the ads are all SPAM and ignores them all.
Second, as happens quite often, the ads are copied and posted literally word for word from their mentor. Again the ad becomes very ineffective after the potential customer clicks several ads only to read identical copy. Or, even worse, the search engines determine that the ads are SPAM and deranks everyone’s ads. This affects everyone, even those whom may have been running the ad for a long period of time.
Third, because of the information that the new marketer has received from their mentor, they advertise in the same venues as their mentor. Again, with a large number of new marketers joining in a short period of time, the new marketers are effectively advertising to a crowd of people in the same program. Then they become discouraged because they don’t get the response to their ads that their mentor has told them that the mentor has had.
Hence, they are preaching to the choir.
So, do you recognize yourself in this scenario? If so, there is a solution and it is not complicated. You need to become a responsible marketer and be responsible for your own ads and ad copy. PERIOD.
So, how do you get away from preaching to the choir?
First, you need to advertise in MANY different venues. Don’t rely completely on the marketing sites that your system recommends. There are many reputable sites online today. If you are not sure where to find these sites, you can ask your contacts on Facebook and Twitter for their recommendations or ask whoever you are comfortable with asking. Then check out the sites and use the sites that fit your advertising strategy.
Second, I believe everyone needs to study copywriting. The more you understand about copywriting, the more effective you will be with your entire marketing structure. If you have to rely on someone else to do your writing, you “probably” will always be at the mercy of someone else. Not effective for long term success unless you have deep pockets.
If you follow these ideas, you will improve your marketing effectiveness and this should improve your bottom line. Here is an excellent program to improve your copywriting To find out more about how my team and I work to use other sites to improve our marketing, go to: http://www.MLMIntegrityMarketing.com/?t=PTC
Another academic study of 362 recruits and 189 sponsors in a multilevel marketing organization found that the recruits sold an average of $682 worth of merchandise per month. This survey also found that most respondents worked from 10 to 20 hours per week on their distributorship. The average age was 25 to 34 years old, and the vast majority were married women. It is also interesting to note that over 50% of respondents did not have any other employment, so this business opportunity represented their only source of direct income (of course, this would be in addition to any income earned by their spouse). Thus, the amount they made would be critical in helping to pay for basic living expenses.
This research extract is the Property of the Distributor Rights Association the complete 24 page research paper (with all documented Academic references [#4 above] from NON-MLM Academics) is available from the Distributor Rights Association for $500. You may quote/copy the above but you have to include THIS NOTIFICATION plus a link to the Distributor Rights Association website http://www.mlm-dra.org and the http://www.mlmwatchdog.com If you don’t expect a copyright violation lawsuit.
An independent, published research paper conducted a survey of network marketing organization presidents to determine the amount of money that distributors made. This independent survey revealed that, as might be expected, distributors earned a range of income. An average distributor earned $12 per hour, and worked an average of 34 hours a month. This resulted in earnings of $418 per month. An above-average distributor earned $33 per hour, and worked an average of 76 hours a month. This resulted in earnings of $2,523 per month. A top distributor earned $72 an hour, and worked an average of 169 hours a month. This resulted in earnings of $12,217 per month. Of course, it is also possible that below-average distributors earned nothing. Thus, distributors earned on average, anywhere between $0 per month to $12,217 per month, with an average earnings of $418 per month. Such supplemental income is vital to pay for such basic living expenses as food, transportation costs, housing, and child care expenses.
This research extract is the Property of the Distributor Rights Association the complete 24 page research paper (with all documented references [#3 above] from NON-MLM Academics) is available from the Distributor Rights Association for $500. You may quote/copy the above but you have to include a link to the Distributor Rights Association website http://www.mlm-dra.org and the http://www.mlmwatchdog.com If you don’t expect a copyright lawsuit.
It seems everywhere you go there is a glowing testimonial about the product or service you are checking out. They state that it works so well that everyone needs it.
BUT, is this a REAL testimonial or just creative advertising?
Many of these testimonials read like they are too good to be true. They could be very accurate but, because of how they are constructed, the testimonial reads like more hype than reality. Rather than simply stating how the product or service did what was advertised, the testimonial gives an almost unbelievable account of results. In many cases this causes the testimonial to backfire on its effect.
So, how did the testimonial go from effective to hype?
Like everything else in the world, there is a creeping change that occurred. Gradually people changed the context of the testimonial to be more like an ad than that of the original testimonial. Once these revised testimonials got to the market, and people realized that the context had changed, they became less effective.
If you are writing a testimonial but constructing it like an ad, there is a high probability that it will not work. You can’t hide an ad, regardless of the context, under the guise of something else. Today’s market has seen almost every type advertising that you can present. They understand when marketers are using a form of communication that does not fit the original meaning. As the saying goes, you can fool some of the people some of the time….
What is a true testimonial and how can you identify one?
A functional testimonial has several very significant differences from a sales ad. For instance, the testimonial will usually state the results of using the product or service rather than the benefits of trying the product or service. A true testimonial will be written in the first person context rather than the third person. It will use I or me in describing the person using the product or service. Typically it will be three or four sentences long.
By contrast, a testimonial as an ad will be longer in length. Some are several paragraphs long. My experience of testimonials is that they are very seldom that long. Most people just won’t write that much. Most testimonials are also worded with conversation words versus sales type words. They are worded as if you are telling a friend about your experience rather than if you are trying to convince a friend to use the product or service.
So, the bottom line is quite simple. If you are going to use testimonials, and I highly recommend that you do, have you customer write it from their experience. Do not reword or edit it. If you change it, other than not being a true testimonial, you most likely will lose the context you were trying to capture. Then your target market will begin to distrust you and your words. That is bad.
My team and I connect with our market because we have learned how to show them the benefits of working with us. To learn how we accomplished this, go to: http://www.MLMIntegrityMarketing.com/?t=ial and see what we teach our associates.
You have researched your prospective company. You completed your due diligence and everything met your standards. All you have to do is to sign on the line and you are in business. Yet something still doesn’t seem right to you. You keep receiving vague answers when you talk to others members of your leader’s downline.
So how do you determine if your leader is the leader you want to work with?
Some sponsors do what leaders need to do. They motivate you when you need it. They try to understand what makes you tick. They want and need to understand your goals and what gets your blood racing. Ultimately, they become both a friend and mentor.
Sometimes, the sponsor doesn’t fulfill the role of a leader. After they get you signed up, they disappear. This happens way too often. Then the marketer struggles to make any money and, most likely, drop out of the business after six to nine months.
So, how do you know which type of sponsor is recruiting you?
Unfortunately, there is not a clear cut answer to this question. Probably the best course of action is to have a set of questions that you need answered. Then you need to interview your prospective sponsor to see how they answer your questions. You also need to understand that some sponsors will not take kindly to being interviewed. They will state that they are the leader and you need to follow what they say. This may or may not be good for you.
If you are new to the MLM world, there are many things that your sponsor may not tell you. They may not tell you what to do after you tap out your warm market. They may give you vague instructions, like make a list of 100 people that you know and go talk to them. Handing out flyers, holding in home meetings, explain your business to any one that will listen, etc. etc. are other things that they may have you do.
This may work for some people. However, this marketing strategy has done more damage to the network / MLM market that anything else. If a person is not a salesman, they will fail miserably if they try to market their product this way. They need a different marketing strategy.
A good sponsor will have a plan to get the new person going. They will try to understand the comfort level for a given marketing plan and explain how to implement this plan. Most good sponsors have a range of marketing strategies that can be adapted to fit most any situation or person. They understand that there is not a single solution for getting everyone successful, so they change their plan to fit the person.
There are also a percentage of marketers that don’t want their sponsors help. They have been there, done that. Sometimes they know more than their sponsor but, because of their situation, join an opportunity under a less experienced sponsor. As a sponsor, you should then try to learn everything you can from this team member.
In conclusion, when you are considering joining a new opportunity, make sure you know what your sponsor will do for you and what you will be doing for them. Just remember that the goal is for everyone to be successful. To learn how my team and I can help you to be successful in my business, go to http://tr.im/emmfor to see how our marketing system changes the rules.
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